Tag Archives: case study

Designing for Community Change

At the beginning of the month, Craig Lefebvre challenged us to 10 “What Ifs” for social marketing in the coming year. At the heart of Craig’s what ifs is a change in perspective in terms of approach. This shift is also reflected in the United States’ recently released Healthy People 2020 blueprint which is committed to improving the quality of our Nation’s health by producing a framework for public health prevention priorities and actions. Compared to Healthy People 2010, Healthy People 2020 includes:

  • Social determinants of health as a new topic area in the Healthy People 2020 framework, and
  • Determinants of Health are also one of the four new Foundation Health Measures which will be used as guides to monitor progress toward promoting health, preventing disease and disability, eliminating disparities, and improving quality of life in the United States.

One of the greatest ways that this shift is being applied in social marketing is by evolving the social marketing approach to influence systems, networks and environments. How? Through design–Let’s take a look at a couple examples.

Bertie County, North Carolina:  Teaching Design for Change

httpv://www.youtube.com/watch?v=aiIxdFBA0Sw

Designer Emily Pilloton is truly inspiring in her approach, her commitment and personal dedication to finding innovative solutions and sustainable approaches to positive social change. Pilloton founded Project H Design, a non-profit design firm where they apply the design process to catalyze communities and public education from within. In the presentation above, Pilloton shares with us the story of Bertie County. The county is the poorest in the state and faces a number of public health challenges that other rural areas may relate to including being a “rural ghetto,” dealing with “brain drain,” and having little access to creative capital.

However, the picture in Bertie County is becoming more vibrant thanks to Pilloton and others working to change the system–the environment. Pilloton walks us through the six steps her firm has applied to make change come to Bertie County:

  1. Design through action.
  2. Design with, not for.
  3. Design systems, not stuff.
  4. Document, share and measure.
  5. Start locally and scale globally.
  6. Build.

In short, Poilloton and the Project H team “design solutions that empower communities and build collective creative capital.” They might not say “we do social marketing” up front–but to me, that’s exactly what they’re doing and we can learn much from them. They are doing the work and taking the type of approach that the shift described above calls for and requires. And shown in Bertie County, this may mean that we need to get our hands dirty, ignite creativity, make genuine connections with those we want to serve, and have a personal conviction to see change happen.

Howard Roads, Virginia:  Designing for Physical Activity

This example comes from Rescue Social Change Group (RSCG). RSCG is a research, marketing and strategy firm where they focus on the relationship between identity and behavior to change behavior through culture. In this specific case, RSCG worked with Howards Roads, Virginia to promote physical activity amongst youth. The reason this case stands out is because it didn’t take the ‘easy button’ approach of pushing “get active” or “exercise more” messages to tweens and teens. Instead, they went a step further and actually designed an environment to promote physical activity for youth. They accomplished this by creating a step dancing league called Step Royale where teams compete throughout the year to earn the title of the best step team in Hampton Roads.

From What Ifs to What Next

Given these two examples, here are three “What Ifs” to add to the list:

  • What if public health wasn’t just about the message but also about the design, the system, the network and the environment?
  • What if public health wasn’t just the responsibility of public health folks but resonated and took root in our communities?
  • What if we didn’t ask what if–but instead, asked what’s next?

I’m almost thinking of a Roosevelt-New-Deal-sense of shared responsibility and commitment. The global citizen can start with us and our neighbors–We can design change in our communities.

Disclaimer: Healthy People 2020 is an initiative by the Office of Disease Prevention and Health Promotion within the U.S. Department of Health and Human Services–of which, is a client that I work with at IQ Solutions.

A Must-Read Case Study

If you’ve ever worked in fundraising, on developing partnerships, community building, or in campaign development, you want to read this case study. Which case study you ask? It’s the case study of how “Minnesota’s ‘Networked Nonprofits’ Raised Over 10M in One Day, with Only One Full-Time Employee!That case study.

For those who prefer, a highlight video is below. But, you want to head over to Beth Kanter’s blog and read the full case study about GiveMN.org and the strategy they used to achieve such a feat.

httpv://www.youtube.com/watch?v=_cvpj2B-KnI&feature=player_embedded

Written by Jeff Achen, GiveMN.org’s own interactive media strategist, I promise you will walk away both inspired and enlightened. Here’s a sneak peak:

Here at GiveMN, we’ve harnessed the power of our networks to raise record amounts of money online for nonprofits in Minnesota and engage record numbers of people in an annual, one-day giving event—Give to the Max Day.

On Nov. 16, 2010, we shattered our goal of 40,000 donors in 24 hours by engaging 42,596 unique donors who donated to their favorite nonprofits using the GiveMN.org platform. All told, Minnesota nonprofits collectively raised $10,041,021 in one incredible day. [continue reading]

My big take-away from reading the case study is the amazing, incredible possibility of powerful partnerships and collaboration. Secondly, I am completely awed and greatly admire the approach this effort represents and inspires. GiveMN.org not only achieved its goals–but also united a state around the causes and the people working to improve the lives of its citizens. Minnesotans may  have different challenges, interests and experiences, but no matter all of that, Minnesota is a shared commonality that GiveMN.org used to help communicate that we are all in this together–a great message that obviously resonated with donors. Bravo GiveMN.org!

Thank you Beth and Jeff for sharing!

Crisis Communications is Hot, Hot, Hot

Crisis communications has always been a tricky conversation. And when social media entered the picture, it fueled the fire. 

Now, within the past week, I have been hit with “crisis social media communications” discussions almost EVERYWHERE it seems. (So much so, that’s it’s starting to make nervous that the social media angel is prepping me for something – what, I’m not quite sure.)

1.  Risk 2.0.   The American Public Health Association held a conference on risk communications earlier this week and though I didn’t attend, I followed on Twitter. I must say the tweets coming out of it were fabulous and really insightful. Seems like many are going beyond the “Ah! What do we do?” factor and more into, how do we manage this, be pro-active and be strategic while also transparent, factors. Check it: #risk2.0

2.  The Peanut Recall Case.  Wednesday evening I attended the Blogging & Cupcakes event at Baked and Wired in Georgetown where social media guy, Andrew Wilson from HHS, presented the peanut recall case study. The case presented discussed how HHS, CDC and the FDA utilized social media in response to the salmonella crisis.

3.  3-Legged Horse Race.  Catching up on Livingston Communications blog today, Geoff recently posted about three sessions that are currently competing to present at the fabulous Blog Potomac event coming up shortly. It’s interesting to me that all these sessions are about, you guessed it, crisis social media communications!

(writing this, I just thought of a 4th sign!)

4. Economy Stress and Eek, oh my!  I work in public health, and this past week there was also some mixed reactions to SAMHSA’s launch of their “Guide to Get Through the Economy.”  Many of my colleagues and friends looked the flurry that unravelled in response to this, and guess what we talked about? Yup, crisis social media communications! (as well as reputation management…who is a close cousin to c.s.m.c.)

What are your thoughts? Have you seen a rise in these types of communications at your own water coolers , conference rooms and happy hours? In the meantime, I’m going to continue to get my typing fingers ready….you never know when the hot, hot, hot, crisis social media communications will come after you.

flickr credit: Cayusa

A Look At Science 2.0, including OpenWetWare Case Study

Last week, I published a post on Health 2.0, based on a couple research studies that were recently released.

Also last week, another report was published by the Scientific American Magazine that looked at the concept of Science 2.0, titled “Is Open-Access Science the future?

About

Before this article was published, the author put the draft version of the article in a wiki, and encouraged readers’ comments and edits…to help formulate the articles final version.

In this article, the author looks at the increasing use of social media within marketing, journalism, and politics – and how it can spread to the field of science, as more researchers increase their use of web 2.0 tools within their research. Some critics think that this new process to scientific discovery curbs the traditional institutional lines and poses danger. Advocates see Science 2.0 as a way to increase openness and collaboration across studies – furthering progress

Science 2.0

Science 2.0 refers to the growing movement of integrating social media into the scientific process and its promotion. Science 2.0 is a component of the broader Open Science movement according to the author of the article, M. Mitchell Waldrop. This Open Science Movement includes other topics such as open-access scientific publishing and open-data practices.

Case Study

The article points to a success project named OpenWetWare at MIT, which:

OpenWetWare is an effort to promote the sharing of information, know-how, and wisdom among researchers and groups who are working in biology & biological engineering. OWW provides a place for labs, individuals, and groups to organize their own information and collaborate with others easily and efficiently.”

OpenWetWare now hosts more than 15 labs, 6100 web pages and is edited by 3000 registered users. To learn more, gain access, or get involved, you can contact the project at admin@openwetware.org or join here.

Concerns

Due to the content of this budding use of technology, in that it is labeled ‘science’ brings many concerns to critics minds. These include:

  • Privacy Concerns
  • Authorship and Copyright
  • Looking ‘unprofessional’
  • Undermining the field of ‘science’
  • Trust-worthiness of information and hackers

Future

Despite concerns, advocates see Science 2.0 as still in its launching point. Future ideas for implementing Science 2.0 include:

  • Collaborate for scientific articles and ideas
  • online lab journals
  • Developing internet-friendly lab equipment
  • Virtual scientific conferences
  • Virtual Labs
  • Updated Lab ‘feeds’
  • Data-Sharing
  • Truth-Based Social Marketing
  • For more information regarding these ideas and more visit here.

More

  • Duncan Hull wrote up an insightful blog post about science 2.0 by interviewing scientist and researcher Dave DeRoure. DeRoure mapped out what he thinks is a widening gap between scientists and the web infrastruture. You can read the post here.
  • For those who like reading how trends relate, the Columbia Journalism Review wrote up a great article about web 2.0 and its evolution to Journalism 2.0 and Science 2.0, and how the two concepts relate. The author demonstrates how concerns towards the two fields are similar and the implications this has for science journalism 2.0.

What are your thoughts on Science 2.0?? A ‘yay’ or a ‘nay’ …share with us your thoughts

Mapping Out Your Strategy: Using Maps as a Means for Marketing

Google Earth recently launched its iPhone app, so what does this mean. I think this means more non-profits and organizations taking notice on how to literally, map out their strategy.

Mapping Fun

Mapping, mainly through Google earth and Google maps, has been increasing in use. I was first introduced to mapping glorious-ness by my fiance. When we went to Rome last year, he created a Google map highlighting all the Gelato hot spots in Rome. What more can I ask for than a man who not only shares my second love of ice cream, but plans it as key stopping point while we tour Italy? Now, In terms of relevant non-profit mapping, I was moved by 1) Wild Apricot’s recent post about Google Earth outreach, and 2) a SB Reader.

As Wild Apricot shares:

Google Earth and Google Maps let anyone create a custom map — and share it by sending a link, or embed on a web page. Personalized and annotated, even enhanced with photographs and videos, online maps can help to engage your supporters in a way that bare text never can. New features now let you collaborate with others and import geographical data to customize a map.

Case Study Highlight

SocialButterfly reader, Dan, at Tutor Mentor Connections recently shared with me how he and his non-profit are utilizing mapping technolgoy. Over the past six months, Tutor Mentor Connections have developed a library of maps that are intended as tools that leaders use to support the growth of volunteer-based tutor/mentor programs in specific geographic areas in Illinois. I conducted an email interview with Dan which I will feature later this week, but here is a sneak preview:

Why mapping?

“Maps are one form of visual communications. Pictures are worth thousands of words in communicating ideas. Generals use maps to distribute troops in time of war. They do this to make sure they have forces everywhere they are needed. A city could have a telephone directory full of youth program listings, and still not have programs in half of the places where they are needed. Maps can help leaders understand where there are programs, and can be used to help build business/non profit collaborations. They can be used as tools in any leadership strategy.”

I look forward to sharing Dan’s work with you as I think Dan is doing a fantastic job of creating a 1, 2 Punch when it comes to tackling giant issues (i.e. poverty and education) through mapping technology. Crafting data, supported by research, and translating that creatively through meaningful, visual representation.

Others Examples of Non-Profits Mapping

  1. Google Earth’s outreach blog highlights 10 example case studies on how non-profits have used Google Earth for their efforts. These groups include: the U.N. Environment Programe, EDGE, The Jane Goodall Institute, U.S. Holocaust Museum, Sierra Club and others. Whether this means providing virtual tours, highlighting the location of endangered species, or elevating the work of researchers and scientists, mapping can provide innovative and creative ways to communicate a message visually.
  2. The New Orleans Food and Farm Network used Google Maps to show how residents in devastated areas where to find food, from grocery stores and restaurants, to farmers’ markets and emergency kitchens. Additional related outreach included the distribution of paper and PDF maps.
  3. Mobilizing Youth – Though an older post from August 2007, the blog lists over 25 examples of non-profits using maps to conserve rainforests to raising awareness for child cruelty.
  4. Factory Farm Map – Food & Water Watch, a nonprofit consumer organization concerned with clean water and safe food issues, had the goal to illustrate the growth of factory farms across the United States, mapping US Census data to show how and where animal production is becoming concentrated in different regions of the country. (Wild Apritcot) Thus, enter mapping technology to bridge the disconnect between dense data and understanding.

Where to Get Mapping

Tools

  • Google Earth, Google Earth Plus, Google Earth Pro
    • According to Wild Apricot’s summise, NP’s can use Google Earth Free, but it is not to be used to provide paid services. Compare Google earth packages to determine the one you need for your project. For the Pro version, organizations. To see what financial assistance may be available, be sure to check out Google Earth’s grant program.
  • Google Maps
  • CommunityWalk.com
  • MapBuilder
    • A mashup development tool that builds custom Google and Yahoo maps without any knowledge of the Google/Yahoo Maps API and JavaScript.
  • PlaniGlobe
    • Create interactive maps using a vector architecture base.
  • Zee Maps
    • Quickly create interactive world maps through a service that allows you to add your own search query, allow for user-admins and is multiple-user friendly.
  • Frappr
    • Frappr collects three pieces of information: an online guest book, a hit log and a map. Using Google Map technology, visitors to Frappr can enter their name, zip code and other information. Their locations are then marked on the map with a clickable flag that pops up their information. (Netsquared)
  • WayFaring
    • Create, view, share and and personalize your own custom made map. The user-interface on this tool looks very user-friendly.
  • DataPlace
  • Dabble DB
    • Helps you create online databases to manage, share and explore data and to build web applications. Some that can be represented in the form of a map to help breakdown and identify trends.
  • MapPoint
    • A product of Microsoft, this tool helps you visualize and translate your data into meaningful information.

Apps

Wrap Up

Mapping is a great visual. However, for the map to be both effective and useful, it must be fueled by great content while also being data-driven. Thought this research document is from 2002, skimming through it shows just how data can be re-constructed to be meaningful and cohesive. However, this is where I believe mashups come into play too.

What are your thoughts on mapping technology?

Photo credit: flickr, dannysullivan

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World Social Marketing Conference Recap 2: Picture This

Finally…a picture-based recap on the events from the World Social Marketing Conference, which took place in Brighton, England on September 29-30.

NOTE: PDFs and audio of all keynote presentations are available here.

<– Prof. Stephen Dann was the conference’s Twitter King, providing live coverage of the conference through @WSMC08, and #WSMC08.

Prof. Alan Andreasen gave a closing and optimistic keynote address about the future of social marketing. –>

<– Bill Smith, of AED, discusses the journal Social Marketing Quarterly, calling for more concentration towards social marketing products and services.

This quote was presented by England’s National Social Marketing Centre’s director, Jeff French, who calls all social marketers to unite together and learn from each other in moving the field forward. –>

<– Philip Kotler opened the conference with a keynote about poverty, and how we can apply social marketing to poverty to increase effectiveness and positive change.

Jeff Jordan, M.A., President and Founder of Rescue Social Change, presented his research about Social Branding (which he trademarked), along with 2 case studies about how to use social norming to influence behavior for high-risk adolescents. –>

<– The Purpose Driven Campaign – my master’s thesis that I presented during the poster session! (I also created SocialButterfly, Fly4Change.com pens that were quite popular. =)

Craig Lefebvre, presented an exciting presentation where he “dropped the gauntlet,” and presented the challenge for social marketers to walk the walk, as well as talk the talk when it comes to creating an international social marketing association. Lefebvre announced that he alone has raised a quarter of a million dollars for the project! –>

Other Highlights included:

  • NIOSH presented add some ‘flavoring’ to the conference by presenting their case study on a social marketing program to improve the safety of butter flavoring employees.
  • Ogilvy PR presented their fascinating Pandemic Flu case study.
  • Porter Novelli and CDC presented their case study on HIV testing.
  • Nancy Lee outlined 4 examples of how social marketing can offer products and services.
  • RT Hon. Alan Milbourne, MP, discussed how the world of social marketing and public policy relate.
  • Bob Marshall presented findings from studying the NSMC and from his recent survey about creating a new social marketing association for the States. This is part of an on-going discussion that can be followed here, USSocialMarketingPlan.
  • Ronne Ostby-Malling of AED presented her preliminary research about the behavior of online social network behavior among adolescents versus their behavior in real-life.